brand extension

so last semester i had to do an assignment in which i came up with a brand extension. a brand extension is basically a company/brand that is a mainstay of a certain product category, that enters a new product category on the strength of its success in the original product category. that sounds complicated but it isn’t. the example i came up with, it was really los’ idea, was Apple coming out with a line of ikea-like furniture. sounds like a good enough idea right? i thought so. well i was browsing likecool.com and i found this. i’ll attach the image as well as my original assignment.

Bryan Lewis
Professor Ghanimi
ADV3001

Brand Extension: Apple ‘Comfort’

Apple is one of the leading computer designers / manufacturers for top-quality, durable personal computers. Apple has excelled in its product category by consistently setting trends in the computer and mobile phone industry. One of the main elements that makes Apple so successful is its minimalist, sleek approach towards design. Apple has decided to step into the furniture industry with a focus on maintaining the Apple style of design.

Apple stores in 3 major cities, San Francisco, New York and Miami, will begin setting up Apple computers for demo in Apple’s new line of furniture ‘Comfort.’ Apple associates in-store will provide assistance from the new ‘Genius Bar:Lounge,’ which will be exactly the same as Apple’s original Genius Bar with the only difference being the setting of said interaction. In-store associates will not lounge on the furniture during floor roaming. The furniture is only to be used by customers wanting to demo products or by associates providing assistance to customers.

Initially, the furniture will have only a few key characteristics. All of the furniture will be displayed in-store assembled, and will be sold broken in to various pieces for assembly by the consumer. All of the furniture will adhere to a minimalist design approach. All designs will adhere to an ergonomically pleasing aesthetic in line with a combination of IKEA and Apple’s prior overall designs.

An essential feature of the Apple Comfort furniture brand will be its design. Keeping in mind that all furniture will have to be put together by the consumer, designs will have to adhere to a minimalist approach. IKEA’s product line would be a general idea for the aesthetics of the Apple Comfort furniture line. All furniture should include a small Apple logo in a conspicuous, but not obnoxious, location. The product line should start using a color swatch similar to all Apple Mac products currently, white, black and brushed grey, with a wider color array to follow depending on the success of the brand extension.